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Keyword Tracking for Google Ads (AdWords) Using a Dynamic Number Pool

WhatConverts uses a pool of telephone numbers for keyword tracking. These numbers are dynamically assigned and recycled to different users. Using a pool of tracking numbers gives you the data of an enterprise level system while only requiring a small number of phone numbers.

Follow these 5 steps to begin keyword level phone call tracking.

1Determine How Many Numbers for your Keyword Tracking Pool

Identify How Many Tracking Numbers You will Need for Keyword Tracking

Find the peak number of visitors on your website within an hour. If you’re using Google Analytics, go to your dashboard and select the “Audience” then “Overview“. From this page, choose “Hourly” view on the top right of the chart. Add a “Segment” (found above the chart) for Paid Traffic.

Look for the normal high peaks in the chart; you are looking for how many visitors you have on your website at one time (concurrent users). For example, let’s say your website has 40 visitors in its busiest hours. Also note the average session duration, for this example we will use 2 minutes and 30 seconds.

To calculate the amount of phone numbers we need we will use this formula:

    Visitors During Peak Hour x Average Session Duration / 60 x 4

By plugging in the numbers our formula looks like, 40 visitors x 2.5 minutes/60×4 which gives us a total of 7 numbers for our keyword tracking campaign.

2Create a Dynamic Number Pool

Go to your WhatConverts dashboard, click on the “Tracking” and select “Phone Numbers” in the left side menu. Click “Add Dynamic Number Pool“, and give your pool a name and select the source that will trigger the campaign. To track Google AdWords select “Search” and then “Google” – “Paid“.

Keyword Tracking Setup

3Assign Tracking Numbers to Dynamic Number Pool

  1. Click on “Add Phone Number” to setup a new number to assign to the Dynamic Number Pool. If you need help setting up the number check out the article “Setting up tracking numbers”.
  2. Assign this phone number to the Dynamic Number Pool set up previously.
  3. Once you have selected the Dynamic Number Pool, hit “Update“. Repeat this step for each number that is needed.

4Add ValueTrack Tracking Template to Your Adwords Account

Sign into your Google AdWords account. In the left hand menu select “Shared Library”; click on “URL Options“. Make sure that Auto-tagging is set to “Yes” then, next to the Tracking Template option, click “Edit“.
Add {lpurl}?keyword={keyword} to the text box that appears and hit “Save“.

ValueTrack Keyword Data

ValueTrack allows you to include additional tracking information like AdWords Campaign ID and Ad Creative ID.

To include Campaign and Ad Creative information in your WhatConverts lead details, use this template:


5Test Your Dynamic Number Pool Implementation

You can simulate a Google AdWords click by adding “?=gclid=test&wc_clear=true” to the end of your URL.

  1. Open new browser session and enter this URL.
  2. Call the telephone number.
  3. Go to your WhatConverts dashboard. Click the “Lead Detail” eye icon on the left for the test call you made. On the right of the call lead detail you should see the referrer information.
    KeyWord Level Call Tracking